Actor Geoffrey Rush has lent his voice to a new spot for the RSPCA Queensland, by Brisbane agency Engine.
The pro bono campaign features the new positioning line, ‘We’re all creatures great and small’.
Tim Weger, managing director of Engine, said: ““Through our strategy planning process, we uncovered early on that people play an increasingly important role in the mix but this wasn’t being conveyed by the current positioning. ‘We’re all creatures great and small’ is a small but significant re-engineering of their well-known and loved positioning of “for all creatures great and small’ that gives us a heap of scope creatively as it unfolds across all manner of communications.
“It also gives permission to the audience to put themselves in the position of an animal in need, which we’ve found is a powerful way of securing much needed support both from individuals and the business community.”
Rush added: "It is a nice little distilled, simple picture book with smart sentiments. It's got a really lovely resonance. I like the whole structure of it and the primal quality going with the images is really beautiful.
“At the moment everyone's technique seems to smash you over the head with fast editing and a high concept … it's refreshing and interesting to see something where chooks just DO what they do without any other garbage around it.”
And Michael Hornby, RSPCA Queensland’s executive manager, said: “The importance of people having empathy towards animals is the most effective way to prevent cruelty – the commercial has captured this beautifully.
“We’re truly humbled by the support that we’ve received from everyone involved in bringing this new positioning to life, completely pro bono.”